Hallmark

Supported UI revisions, social content strategy and updates to the user flows for event participation and information disclosure (www.tbd.com).

Project Timeline: Jun 2022 – Feb 2023

#1

Getting Started

Project Introduction

🤝

What We did


• Supported UI revisions, social content strategy and updates to the user flows for event participation and information disclosure (www.duel.cool).
• Defined, established and supported product vision and strategy for numerous products and applications
• Instrumental in the setup and maintenance of multiple design systems, design standards and component libraries
• Own design problems end-to-end, from initial concept through delivery, optimized for future maintenance and management (PLM)• Led details of visual and motion design across desktop, mobile, tablet and numerous other formats
• Work with product teams, clients, business partners and stakeholders to define and align goals, roadmaps and product requirements
• Identify future opportunities, working as a thought leader and collaborator within the product, engineering, and marketing teams
• Partner with UX research teams to better understand the needs of our end users and our business customers
• Collaborate with engineers and quality teams to build delightful and reliable experiences
• Measure, ship and continuously improve designs based on quantitative and qualitative feedback
• Drive business outcomes by acquiring, educating and converting customers.
• Simplify internal procedures and review meetings to focus design on compelling, relevant experiences that drive engagement.
• Experience working in product teams using Agile/SCRUM and SAFE Agile methodology.
• Setup and support A/B testing to identify the solutions and interactions that are working best for end users and internal customers.
• Work with stakeholders, partners, licensors, end users and marketing teams as a direct contributor, product director, team manager and lead.

Role: Directly oversee research and discovery to identify actionable market opportunities, curate a compelling and differentiated brand and visual UI, and ultimately deliver annotated product solutions ready for rapid development and platform launch.

Role: Project Director, Lead UX / UI Designer and Researcher

Project Timeline: Jun 2022 – Feb 2023

Business Goal


Increase utilization and effciency for primary and secondary end users of the platform upon relaunch in 20XX. Increase patient turnout by creating a user-friendly app. Increase business by creating mobile version.

Role: Directly oversee research and discovery to identify actionable market opportunities, curate a compelling and differentiated brand and visual UI, and ultimately deliver annotated product solutions ready for rapid development and platform launch.

Role: Project Director, Lead UX / UI Designer and Researcher

Project Timeline: Jun 2022 – Feb 2023

My Role


Senior product designer, user research, visual design, usability testing, prototyping, design system setup, agile team integration.

Responsible for end-to-end UX process. Built a sustainable design framework that aligns with user research. Validated proposed solutions continuously to measure and improve solution viability.

Duel team role:
Supported UI revisions, social content strategy and updates to the user flows for event participation and information disclosure (www.duel.cool).

(Project Timeline: Jun 2022 – Feb 2023)

Read to Feed team role:
Supported UI, production delivery, social and app content creation for the Read to Feed app where “the more you read, the more you feed.” Using the app, student reading makes a direct impact in the fight against world hunger and poverty. Reading progress unlocks corporate-funded donations that go directly toward helping families in need ( Read to Feed on the App Store (apple.com) ).

(Project Timeline: Feb 2022 – Dec 2022)

vRepair team role:
CX lead (UX / UI lead) responsible for leading small team to deliver a completely reimagined network ticketing system for Verizon, called vRepair. This complex system needed to integrate wireline and wireless systems in support of field technicians and key partners across the country.

(Project Timeline: Aug 2022 – Dec 2022)

Geo team role:
CX Director (UX / UI experience lead) and Project Principal for developing a new Intranet for Nutrien’s global team using Sharepoint and Valo system integrations. The final product was a customized platform called ‘Geo’ that provided a more personalized, dynamic, relevant and employee-centric experience specific to each end user’s region and role.

(Project Timeline: Mar 2022 – Aug 2022)

Platform Configuration team role:
CX Director, Project Principal and team lead working closely with Experian’s internal teams to reimagine and optimize the internal Platform Configuration and Payer Mapping partner management tools, embedding systems to establish human centered design across the organization.

(Project Timeline: Jan 2022 – Jun 2022)

Payer Mapping team role:
CX Director, Project Principal and team lead working closely with Experian’s internal teams to reimagine and optimize the internal Platform Configuration and Payer Mapping partner management tools, embedding systems to establish human centered design across the organization.

(Project Timeline: Jan 2022 – Jun 2022)

PowerChart Touch team role:

Generation Esports team role:

Role: Directly oversee research and discovery to identify actionable market opportunities, curate a compelling and differentiated brand and visual UI, and ultimately deliver annotated product solutions ready for rapid development and platform launch.

Role: Project Director, Lead UX / UI Designer and Researcher

Project Timeline: Jun 2022 – Feb 2023

Design Methodology


User-Centered-Design (UCD)

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#2

Getting organized

Intake

📥

+ PROBLEM


Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
• XX% did not complete sign-up process
• XX% of returning users…
• XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.

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+ PROBLEM


What’s the Problem?

You just moved into your new space, and it doesn’t feel like home yet. You sit in front of your computer, shopping for furniture to fill the space, Within a couple hours, you have 16 tabs opened with different options, and you can’t make a decision.

With the amount of information online, it’s more time-consuming to find the best deal before committing to a furniture purchase online. Research shows that homeowners and renters are spending more time figuring out if the furniture piece has good quality, a reasonable price, sustainable, and spatial fit.

With a smaller budget, people often find creative ways to upcycle their existing furniture. I find that most people don’t know how and what tools they need to start.


Duel is a mobile application and online platform that allows you to prove
yourself in a range of challenges by uploading specific types of content.

What’s the Problem?
Social media platforms are increasingly overrun with corporations pushing brand engagement to profit at the expense of satisfying end user goals, providing meaningful experiences and creating platform differentiation.

Many users are increasingly frustrated with these existing social platforms and persistent efforts to jeopardize personal information and to control personal expression online. This correlates with a sharp decrease in end user satisfaction scores within existing social media platforms.

Initial data findings:
• XX% of users left upon arrival of website.

• Only 20% of returning users were noted

• XX% of therapists have had last minute cancellations.

• XX% of therapists express having a “no show” from a confirmed appointment after they’ve driven to a patient’s house or planned an activity.

Business Problem
Rapidly decreasing user engagement

Previously, app users were able to join groups and see how other users were doing regarding their health and fitness, but they did not have the option to message other users. User usage was heavy within the first three weeks, but then users would drop off and delete the app. The hope was that by integrating a messaging system, users would be able to share their fitness goals and accomplishments with friends. This would encourage users and promote sustained engagement and repeat usage.


Read to Feed is a

What’s the Problem?
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
• XX% did not complete sign-up process
• XX% of returning users…
• XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.


vRepair is a complex desktop application used by Verizon’s wireless and wireline technicians to identify alert, troubleshoot and resolve network issues across the country.

What’s the Problem?
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
• XX% did not complete sign-up process
• XX% of returning users…
• XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.


Geo is a customized global Intranet solution built on the Sharepoint and Valo platforms.

What’s the Problem?
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
• XX% did not complete sign-up process
• XX% of returning users…
• XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.


Platform Configurations is a

What’s the Problem?
To increase market leadership, the Experian Health organization needed to pivot toward design-led thinking and undergo an internal transformation. To do this, we started small by focusing on two apps with a defined set of users and discrete jobs to do: Platform Configurations and Payer Mapping. This created two things critical anchors for success:

• A vision for an improved experience of those apps which we can take into detailed design + development via staggered sprints

• A blueprint for applying this kind of thinking to other apps and other organizations across Experian Health

an introduction Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
• XX% did not complete sign-up process
• XX% of returning users…
• XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.

This work was attached to internal business goals to support initiatives that grow and scale the Experian Health business, driving the productivity of internal teams and generating an estimated savings of $6.9M per year. Equivalent to a 50% increase in Revenue Per Head Year-over-Year (YoY).


Payer Mapping is a

What’s the Problem?
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
• XX% did not complete sign-up process
• XX% of returning users…
• XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.

This work was attached to internal business goals to support initiatives that grow and scale the Experian Health business, driving the productivity of internal teams and generating an estimated savings of $6.9M per year. Equivalent to a 50% increase in Revenue Per Head Year-over-Year (YoY).


PowerChart Touch is a

What’s the Problem?
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
• XX% did not complete sign-up process
• XX% of returning users…
• XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.


Generation Esports is a

What’s the Problem?
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].

Initial data findings:
XX% did not complete sign-up process
XX% of returning users…
XX% of persona experience…

Business Problem
Decreasing user sentiment and engagement.

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+ TIMELINE


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+ PROJECT PLAN


At this point, I put together a project plan to guide me through this project. I was able to determine the most efficient methods to take in order to gain the most meaningful results. This also allowed me to timebox myself and helped me stay organized and on track. I was allotted 90 hours to complete this project, so I had to think strategically.

Due to time constraints, I prioritized to build and test for the Minimum Viable Features.

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Phase I – Define 💭
Discovery Research to Define the Problem

Phase II – Analyze 🧪
Synthesize & Analyze the Data

Phase III – Ideate 💡
Organize Ideas into Direction

Phase IV – Design 🖱️
Elevate Concepts into Design Solutions

Phase V – Test & Refine 📐
Test, Iterate, Validate, Repeat

Phase VI – Deliver
High Fidelity Refinement, Annotations

Title


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#3

Getting up to speed

Immersion

🤿

+ IMMERSION


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+ COMPETITOR RESEARCH MATRIX


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+ MARKET RESEARCH


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⚖️ MARKET RESEARCH #1


• Uses awards and badges

• Has a competitive aspect

• Users can connect with friends and share progress

• High contrast between colors and strong use of hierarchy

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⚖️ MARKET RESEARCH #2


• Has a social feed

• Users can post their progress for friends to see

• Users are able to connect with friends within the app

• UI is clean and simple

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⚖️ MARKET RESEARCH #3


• Has a social feed

• Users can post their progress for friends to see

• Users are able to connect with friends within the app

• Has a challenge feature that includes a leaderboard

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⚖️ MARKET RESEARCH #4


• Has a challenge feature that includes a leaderboard and awards to unlock

• Uses badges and rewards to congratulate users on their successes

• Users are able to connect with friends

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Market Research Insights


After conducting the analysis, I decided that it was important to incorporate several social features into the app. These features would need to be familiar to the user and follow the lead of popular social media sites such as Facebook and Instagram. It needed to be as interactive as possible. Gamification was also an important aspect that I needed to include. The hope is that the competitive nature would excite and encourage users to stick to their goals.​

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#4

PHASE I

DEFINE

Discovery research to understand and define the problem(s).

📄

+ RESEARCH PLAN


I created a research plan in order to develop a research objective, research questions, and research methodologies. I decided that I would conduct 10 hours of secondary research in order to discover popular messaging trends and human behavior behind fitness habits and encouragement. I planned to look at other well-established apps, as well as reputable fitness and health resources and articles.

Platform Configuration solution:
In Phase One, our team provided services with a deep centralized impact. Through early-stage discovery, iteration, and design, we were able to define the Platform Configuration and Payer Mapping tools.

Payer Mapping solution:
In Phase One, our team provided services with a deep centralized impact. Through early-stage discovery, iteration, and design, we were able to define the Platform Configuration and Payer Mapping tools.

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+ DISCOVERY RESEARCH


My assigned objective was to test and improve the following user experiences on a desktop and mobile platform.

1) I want to find the right makeup – such as blush – for me.

2)I want to further explore an influencer.

3) I want to begin posting looks so others could shop from me.

4) I want to learn more about a specific term, such as “concealer”.

During my research phase, I discovered that surrounding yourself with people who support your fitness goals can be motivating. Friendly competition can also contribute to boosting fitness motivation. It can create a sense of a team effort and discourage “quitting”, as well as create a sense of accountability. Being able to share one’s fitness accomplishments with their friends can also have the same effect. Social sharing gives the user an opportunity to connect with like-minded individuals who might be able to share tips, or provide further encouragement. Healthy social competition and support on social media can motivate people to work out more. According to a study by Stanford, seeing fitness-related social media posts can make users feel more motivated to work out.

I also took this time in my research phase to take a closer look at several other fitness, messaging, and miscellaneous apps for inspiration. These apps included Runkeeper, Fitbit, Strava, Lose It!, Discord, GroupMe, and Poshmark. A trend with fitness apps was the presence of social features similar to Facebook or Instagram. This included feeds, challenges, messaging, groups, etc. Aside from standard messaging features, the messaging apps also had group features. There were fun and engaging chat features such as creating events, sharing your location, and creating polls in the chat. The Poshmark app had a similar feed feature, which included a reshare button. This feature was surprisingly missing from many of the other apps that I had looked at.

Platform Configuration solution:
The team constructed “how-might-we” questions to generate creative solutions and focus on solving the right problems.

Payer Mapping solution:
The team constructed “how-might-we” questions to generate creative solutions and focus on solving the right problems.

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Feedback


“Feeling like you’re part of a nurturing, positive community or team is key in finding motivation. Surround yourself with people who adopt the personality traits to which you aspire,” says Greg Chertok, MED

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+ INTERVIEWS


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User Testing Script


While I was creating the designs, my partner worked on creating a user testing script. We planned to conduct user testing in order to uncover usability issues and to gain further insight into what the user was looking for in the product. The user testing script included tasks asking the user to create an account, log in, and upload a file to be analyzed.

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User Interviews


We planned to conduct user research to gain a better understanding of the clientele. We wanted to learn about their work environment, daily tasks, needs, and pain points. The information we planned to learn would affect our High Fidelity designs. It was important to consider the user’s needs while creating the product.

I interviewed 11 users, homeowners or renters, who have made a furniture purchase in the past 5 years. Each interview was conducted remotely through video call or in-person, and lasted about 30 minutes. Here are my main findings:

Platform Configuration solution:
After completing user interviews, we identified these Solution Goals as critical to product success:

1) Reduce Informational Barriers


2) Make Defaults King

3) Create Guardrails through Change Logs

4) Drive Operational Efficiency

5) Identify Key Personas and Priorities

6) Standardization

Payer Mapping solution:
After completing user interviews, we identified these Solution Goals as critical to product success:

1) Reduce Informational Barriers


2) Make Defaults King

3) Create Guardrails through Change Logs

4) Drive Operational Efficiency

5) Identify Key Personas and Priorities

6) Standardization

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User Insights


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#5

PHASE II

ANALYZE

Synthesize and review data.

🔎

+ SURVEYS


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+ PERSONAS


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+ INFORMATION ARCHITECTURE


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+ USER FLOWS


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#6

PHASE III

IDEATE

Organize ideas into direction.

💡

+ SKETCHES


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+ WIREFRAMES


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+ TEST / VALIDATE


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Title


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#7

PHASE IV

DESIGN

Elevate concepts into solutions.

🖱️

VISUAL DESIGN / UI KIT


Using the name “XXXXX” encapsulated the idea of community and encouragement that this app is trying to capture. I was very inspired by the UI and visual style of the Apple Fitness app. I decided that I wanted to incorporate a dark interface. I chose navy blue as my primary color.

Secondary colors included hues of blues, navy blue-greys, and a few bright, energetic colors that would pop against the dark navy background. I chose the Avenir typeface family as it is clean, fresh, and easy to read.

When searching for a UI kit, I was looking for a fitness-related kit that also incorporated some social features. I found one that included features such as notifications, messages, a fitness club screen, and a profile. I then incorporated Society Strong’s visual style into a few of the screens to get an idea if this UI kit would work. While I ended up changing the designs quite a bit in the end, I was able to assess if the design elements that I had chosen would work together.​

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+ PROTOTYPING


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+ TEST / VALIDATE


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+ HIGH FIDELITY DESIGN


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#8

PHASE V

TEST & REFINE

Test. Iterate. Validate. Repeat.

📐

+ TEST / VALIDATE


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Title


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Title


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Title


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#9

PHASE VI

DELIVER

High fidelity refinement and solution annotations.

+ SOLUTION


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Title


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Title


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Title


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Help the Human